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Founder & Chief Pondering Officer @ ZATO Marketing

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About

Kirk Williams is the Founder & Chief Pondering Officer at ZATO Marketing. He has been named one of the Top 25 Most Influential PPCers in the world by PPC Hero 6 years in a row (2016-2021), has written articles for many industry publications, including Shopify, Moz, PPC Hero, Search Engine Land, and Microsoft.**

**Kirk is a frequent guest on digital marketing podcasts and webinars and an avid conference speaker, having traveled around the world to talk about Paid Search (especially Shopping Ads).

In 2023, Kirk had the privilege of speaking at the TEDx Billings on one of his many passions, Stop the Scale: Redefining Business Success.

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Latest Articles

Author - Kirk Williams
GUIDE AMAZON ADS

Why Your Amazon Campaigns Drift Off Target (And How to Enforce a Real Target ACoS Strategy)

Most advertisers set a target ACoS and have a clear idea of what “good” should look like on paper. That is, until performance starts to shift.

Author - Kirk Williams
GUIDE

How To Run Cross-Platform Ad Campaigns Without Losing Visibility or Control

Running campaigns across Google, Microsoft, Facebook, Amazon, LinkedIn, and other ad platforms feels less like marketing and more like managing a dozen open browser tabs.

Author - Kirk Williams
EXPERT SERIES PAID SEARCH

Why Experienced PPC Managers Are Abandoning Google Smart Bidding — And What They Use Instead

Google has been remarkably consistent with its message for the last several years: give us the data, set your targets, and let the algorithm handle the rest. For a lot of advertisers, that’s good advice. Our own research across 14,000+ accounts found that Smart Bidding, when properly fed with 50 or more conversions per month, tends to outperform both auto and manual bidding on the metrics that matter — ROAS and CPA.